New national network makes a Smooth attack on Radio 2

Gillian Reynolds on Smooth Radio's hopes for taking on the might of Radio 2
when they jump from regional to national radio.

A new radio network launches on Monday. Smooth claims to be the nation’s first national commercial pop station, an amalgamation of existing regional stations which is “more a state of mind than a brand, chilling and relaxing”. Chilling, we can take it, is used as a comforting word, not a scary one – but this is a bold move. It needs to be. GMG, Smooth’s owners, paid many millions to expand into radio. Now they need profits.

They describe the music as “soulful”, which probably means plenty of romance, a bit of beat, lots of ballads, few unknowns. Their big breakfast show signing, Simon Bates, isn’t free to leave Classic FM until January. Until then Lynn Parsons, until last week Sarah Kennedy’s replacement on Radio 2, will fill in. But Bates is probably the key to the audience Smooth wants, people who remember him when he was on Radio 1. In other words, Smooth is setting up in competition to Radio 2, hoping to attract people still cross about Kennedy’s abrupt departure and for whom Chris Evans is too frantic.

Radio 2 had 13.7million listeners in its last quarterly ratings. The existing Smooth stations add together to 2.8million listeners. Classic FM, the top rated national commercial station, has 5.7million and is growing. What is Smooth offering that will bridge the gaps? It has picked its most popular regional presenters to make a roster both familiar and comfortable. Mark Goodier’s 10.00am show is followed by Dave Lincoln from the North West station, followed by West Midlands favourite Carlos, followed by Andy Peebles. Most of those names have been around for the past 30-odd years. This will be a digital network, available also on Sky, Freeview and Freesat and on the FM frequencies of the five existing Smooth regional stations in England; Smooth in Scotland will carry local programmes for seven hours a day. The launch of this network is either very brave or a bit desperate. This time next year we’ll know which.